I’m surprised as a matter of odds that you didn’t find any gems among all those display bottles. But I can tell you that what goes on display is often decided by someone who hasn’t tried the wine, and it’s not a reliable indication of value. It’s just as likely to be an indication that the bottle is pretty, has a clever name, or can be somehow linked to a holiday.

The wines I refer to are the ones in the stacked floor displays, of which there are many for $3.99, $4.99 and $5.99. I’ve tried about 15+ over the past 18 months (including Chuck), and finished most of them – but still think that’s all they are worth. Underpriced values? No. Bargain Finds? Not in my opinion. Better than Yellow Tail @ $5.99? Yes, some probably are.

The wines on the actual store shelves, of course, are not in this category. But, they are also not $3.99. I have enjoyed some “values” off these shelves (mostly french) in the $7.99 to $12.99 range.

The authors of The Wine Trials have conducted research showing the average non-expect has a slight preference for less expensive wines in blind tastings. Only for those with wine training is there a positive correlation between price and enjoyment, but it’s still smaller than conventional wisdom holds.

When someone offers me a Two Buck Chuck at their home, and then presents it as a “smart” value choice, I’ll simply ask for a soft drink.

Me, I’ll go to Costco, and get a much better discount wine (or better) for $7 – $9.